Horlicks adopts new unified identity in aggressive shift towards Foods platform

GlaxoSmithKline Consumer Healthcare (GSKCH) has undertaken a repositioning for its brand Horlicks, in line with its shift from being positioned under the Health & Wellness platform to Food & Beverages. 

Horlicks diversified into the Food & Beverages segment around two years ago. It has expanded into biscuits, nutribars and instant noodles. Some of the products introduced under this shift include Lite Horlicks, Women’s Horlicks, Horlicks Nutribar, Junior Horlicks Biscuits and  Foodles. 

In line with that shift, Horlicks has undergone changes to its logo and packaging to adopt a unified identity across its product portfolio. The new look has been created by design firm Ray+Keshavan.  

Zubair Ahmed, managing director, GSKCH said, “It has been a natural progression for Horlicks from an HFD towards a food and beverage brand with its plethora of offerings, thereby cementing its place as a Mega Brand.” 

Ahmed says Horlicks has a 51% share in the HFD category and the diversification into Foods will further strengthen the brand equity that Horlicks enjoys. 

The new identity will be pushed extensively through television and point of sale. An extensive nationwide activation campaign to communicate the brand revamp is on the cards.